The Jogjakarta economy is largely dependent on education and tourism industry. The emerging dominance of private transport has reached to a degrading traffic conditions. Severe traffic congestions and high level of air pollution have been affecting the attractiveness of Jogjakarta, a popular tourism city in Indonesia. Unless a new approach of urban transport system development, it is feared that the amount of visitors will keep declining and hence affecting the city economy. In response to the increasingly complex issue of providing effective and efficient transport systems, the Ministry of Transportation (MoT) of Indonesia enacted decree No 51 of 2007, promoting pilot cities for land transport improvement. From the target of thirty pilot cities by 2014, to date, twenty seven cities have signed a memorandum of understanding with MoT and launched more than twenty new transit systems, including TransJogja of Jogjakarta. The aim of this study is to explore international tourist perceptions of new urban bus service regarding quality of service, information and English language guidance, satisfaction, and willingness to use TransJogja. The findings from path analysis reveal the important attributes that influence customer satisfaction and willingness to use new urban bus service. According to model results, rather than service quality, the information and English language factor is the main concern for international tourists using Trans bus. As concerns over the willingness to use urban bus, both operator and transport authority should provide with the updated and supplemented information in English to cover international tourist and visitor needs. The model results can be useful both to operator and transport authority to analyze the correlation between individual attributes of the service delivered and identify the more important attributes for improving the provided service.